Argentine Consumers' Perceptions of the U.S. Brand Personality
Bibliographic record
Abstract
This research applies the personality metaphor to examine the U.S. brand personality in Argentina. An extensive multinational exploratory study was conducted to identify the most common personality traits associated to country names. Subsequently, a descriptive study was carried out in Argentina with a sample of the general population with the following objectives in mind: (a) to develop a scale to measure the U.S. brand personality in Argentina; and (b) to determine whether this scale comprises good predictors of intentions to behave toward the United States. Results indicate that the U.S. brand personality is a multidimensional construct comprised of four main dimensions (facets): amicableness (cordiality and modesty), resourcefulness (vibrant and erudite), neuroticism (toughness and tyrannical), and spirited. An overall view indicates that Argentines' perceptions of the U.S. brand personality encompass a bipolar personality type, where mainly the facet vibrancy battles with toughness personality traits. The emergent Brand Personality Scale is a significant predictor of Argentines' behavioral intentions toward the United States.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.001 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".